Farmers Union Iced Coffee has made make a triumphant return to the Royal Adelaide Show this year, bringing with it a fresh retro look, an artistic edge, and plenty of South Australian pride. For locals, FUIC is a cultural staple, woven into daily routines and proudly claimed as part of our identity. Just ask Henry Young, the 101-year-old tennis player who swears by three two-litre bottles a week. That’s as authentically South Aussie as it gets.
Until September 7, FUIC has taken over its spot in the Dairy Food Hall, the second-most visited pavilion at the Show, drawing more than 400,000 visitors each year. This year’s appearance is extra special, with the brand unveiling a limited-edition collaboration with Adelaide artist Kerri Wright. Known for her distinctive woodcut style that fuses medieval surrealism with natural forms, Wright has reimagined FUIC’s iconic white carton through her edgy, detail-rich lens.
“When we first approached Kerri, we wanted something that felt nostalgic but fresh—something that honours FUIC’s place in South Aussie culture while giving fans a piece of art they can wear, carry and collect,” explained Zabean Bhanji, FUIC Brand Manager. “Kerri’s design is bold, edgy and unmistakably FUIC. It’s a celebration of the everyday icon that’s fuelled generations, now reimagined through the eyes of one of the state’s most exciting artistic voices”.
Wright herself described the project as deeply personal. “I wanted to capture the essence of FUIC as more than just a drink—it’s a ritual, a comfort, a part of our SA identity. The linocut style allowed me to bring in layers of symbolism and texture that reflect both the heritage of the brand and the personal connection so many of us have to it”.
At this year’s FUIC stand, fans can expect much more than a caffeine fix. Daily specials on their legendary iced coffee will keep Show-goers fuelled, while an expanded merch range will ensure there’s something for every loyal fan. The much-loved FUIC show bag is back alongside an array of tees, hoodies, caps, mugs, magnets, cooler bags and even car carton caddies. New additions for 2025 include umbrellas, footy scarves and, of course, the limited-edition tote featuring Wright’s striking design.
Whether you’re chasing a cold FUIC to beat the Show heat or hunting down collectible merch to show off your South Aussie pride, the stand promises to be one of the highlights of the season.
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